Understanding the interests, behavior and pain points of customers is paramount to creating contextual digital experiences that engage and convert.

To do so, financial service marketers need to get into the head of their target, to better understand his or her real wants and needs. That’s how you draw potential customers into a buyer’s journey that builds trust and ultimately nets out with a sale.

Marketing personas are the tool for doing that, and they’re key to extracting the most ROI from content marketing.

In this eBook, you’ll learn:

The importance of well-built financial services’ personas

How to build personas in 4 easy steps

Tips for gathering insights about your prospects and customers

The 3 questions to ask when developing a content strategy around personas